Normative Reference Groups - A group in which individuals are motivated to gain or maintain acceptance. To promote this acceptance, individuals hold their attitudes in conformity with what they perceive to be the consensus of opinion (norms) among the group members.

Comparative Reference Groups - A group which individuals use as a standard or point of reference in making evaluations or comparisons of themselves and of other individuals or groups

Friendship Groups – Most likely to influence after the family

Shopping Groups – 2 or more people who shop together

Work Groups – Who work together as a part of a work team

Virtual Groups/ Communities

Consumer–Action Groups – Who are dedicated in providing assistance to consumers in order to make correct purchase decisions